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Recently, J.D.Power released a 2021 study on the satisfaction of Chinese auto dealers, showing that new car sales and after-sales business declined for the fourth year in a row, but as manufacturers actively provided all kinds of support during the epidemic, the average profit of dealers increased by 20%, and the proportion of profitable dealers also increased slightly compared with last year.

According to the 2021 ranking of Chinese car dealers' satisfaction released by J.D.Power, Japanese brand dealers have higher satisfaction with manufacturers. Seven Japanese brands are shortlisted in the top ten rankings, and the other three are from independent brands. Volkswagen brands, which have a high market share in the domestic market, are at the bottom of the list.

The research shows that the satisfaction score of dealers to automakers is 831 in 2021, Japanese brands have higher satisfaction with automakers, followed by European, independent, American and Korean brands, among which Korean is the only national brand with lower dealer satisfaction.

In terms of brands, Guangzhou Auto Honda, Lexus and Dongfeng Nissan respectively ranked in the top three, with Guangzhou Automobile Honda topping the list with 881% of satisfaction. From the perspective of market performance, Guangzhou Auto Honda's sales volume in 2020 is still relatively large, compared with Dongfeng Honda and Dongfeng Nissan, the impact of the epidemic on it is smaller, the sales volume is more considerable. As an imported brand, Lexus has always occupied a large market share in the second-tier luxury brand market, coupled with the price increase of many of its models, Lexus dealers still recognize the profitability of the brand. after all, there are not many brands that "brazenly" increase prices like Lexus. As for Dongfeng Nissan, although sales in 2020 are much higher than those of Guangzhou Auto Honda and Dongfeng Honda, its models offer relatively large discounts, with only four models in volume and a relatively high number of complaints.

In the top 10, in addition to Guangzhou Automobile Honda, Lexus and Dongfeng Nissan, Dongfeng Honda, FAW Toyota, Changan Mazda and Guangzhou Automobile Toyota also appeared on the list. In terms of independent brands, FAW Red Flag, Qichen and Lecker are also in the top 10, among which FAW Red Flag is the most satisfied domestic brand. In addition, Chery, SAIC Chase, WEY, Geely, Baojun, BEIJING and Harvard also appeared on the list, with the Harvard brand at the bottom.

In terms of luxury brands, ultra-luxury brand Porsche ranked 11th with 848 satisfaction, while first-tier luxury brands BMW, Audi and Mercedes-Benz ranked 13th, 15th and 18th respectively. Although the sales of BBA is high in the luxury market, the terminal discount of the model is relatively large, which affects the final profit of the dealer.

According to other brands, the satisfaction of Buick dealers of American brand is 845, and that of GAC-Mitsubishi is 837. As we all know, Volkswagen brand has a high share in the domestic market, but from the list, the dealer satisfaction of FAW-Volkswagen and SAIC-Volkswagen is low, which is 833 and 831 respectively, ranking first and third from the bottom. Among them, FAW-Volkswagen decreased by 11 points compared with 2020.

Of course, it should be noted that FAW-Volkswagen and SAIC-Volkswagen only scored lower in the list, above the industry average, while brands such as Guangzhou Auto Fick, Cadillac, Chevrolet, Volvo and Wuling did not make the list.

From the current market point of view, for car brands with a strong sense of existence and sufficient quality protection, it will not be easy for consumers to safeguard their rights, and dealers' satisfaction with manufacturers will be relatively high on the premise of ensuring stable sales. But for those brands with poor sense of existence and poor quality, there are often quality problems and rights protection events when the car is not easy to sell, so the life of dealers is naturally not so easy.

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